Carlsberg Group is one of the leading brewing companies worldwide, distributing beer across 150 markets. To get a “fuller 360-degree view” of their customers, the company uses Azure both as a traditional data center and an “innovation platform” for the artificial intelligence it provides, says Etienne Dock, Carlsberg CTO vice president.

“We are analyzing what we call ‘the moment of truth,’” Dock says in a video. That means the company wants to know exactly when and how customers decide to drink a beer, so it can “influence that decision at the right time, with the right device, in the right channel.”